零售管理课件.pptxVIP

Chapter 1Introduction to the World of Retailing What is Retailing?Retailing – a set of business activities that adds value to the products and services sold to consumers for their personal or family use.A retailer is a business that sells products and/or services to consumers for personal or family use. James Darell/Getty Images2 Examples of Retailers Retailers: Kohl’s, Macy’s, Wendy’s, A, Jiffy Lube, AMC Theaters, American Eagle Outfitter, Kroger Firms that are retailers and wholesalers that sell to other business as well as consumers: Office Depot, The Home Depot, United Airlines, Bank of America, Costco The McGraw-Hill Companies, Inc./Andrew Resek, photographerThe McGraw-Hill Companies, Inc./John Flournoy, photographer 3 Retailing is a High Tech IndustrySelling Merchandise over the InternetUsing Internet to manage supply chainsAnalyze POS data to tailor assortments to storesComputer systems for merchandise planningRyan McVay/Getty Images4 新技术环境下零售商业模式创新的路径 5 苏宁云商在新技术环境下的商业模式创新（1） 2013年2月20日正式改名为“苏宁云商”，以“新模式、新组织、新形象”为苏宁的变革方向，以“专衍、云融、开放、引领”为发展主题。创新内容： 1.打造线上线下无缝对接的O2O业态模式 ——Expo超级店将是苏宁未来的主力型门店 ——苏宁易购的“超电器化” ——2013年6月宣布线上线下价格统一6 苏宁云商在新技术环境下的商业模式创新(2)2.构建新型零售生态系统的零售活动(通过云技术苏宁整合供应链、大数据、开放物流和金融四大平台，与供应商、消费者、中小零售商和雇员等建立新型共生关系，重塑全新的零售生态系统。 )——针对供应商，苏宁公开产品技术的后台管理能力 。——通过线上线下无缝对接、虚实紧密结合 ，消费者获得基于客户需求的各类增值服务、内容服务和解决方案——打出“免年费、免平台使用费、免保证金”的“三免”政策吸引百货类卖家入驻 ——苏宁运用管理云，为员工个人能力的发展提供培训服务3.变革配套的治理结构（从原有的矩阵式组织转变为事业部组织模式 ——专业、垂直、开放、融合、扁平、自主 7 Nature of Retail Industry is ChangingMom and Pop StoreTo Today’s Retailer8 World’s Largest Retailers9 The Distribution Channel10 Manufacturing, Wholesaling and RetailingVertical Integration – firm performs more than one set of activitiesEx: retailer invests in wholesaling or manufacturingBackward Integration – retailer performs some distribution and manufacturing activitiesEx: JCPenney sells Arizona jeans (Private Label)Forward Integration – manufacturers undertake retailing activitiesEx: Ralph Lauren operates its own